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What is ‘point of sale’ or ‘in store’ advertising?

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  • 24th April 2013

In a world where all businesses are trying to get the most for their marketing dollars, point of sale advertising is critical. At the very basic concept, point of sale advertising refers to the advertising efforts that are closest to where a person pays for their items. The type of advertising that this encompasses can vary based on the type of business as well as the marketing goals of the particular business.

Forms of Point of Sale (POS) Advertising

One of the most prominent types of point of sale advertising is also referred to as the impulse area. This is a business’ last chance to get a sale from a customer in a counter-style restaurant or store. Many times, it involves a shelf or other display right at the register with small items that a person can pick up to go along with their other purchases.

Book stores name the impulse area as their number 1 selling area. Delicatessens and other counter-style restaurants make a significant amount of their sales through this type of advertising. It can include selling such things as cookies, snacks, drinks, gum and other items. These items usually are not high dollar but the average person buys at least one impulse item.

Another type of point of sale advertising is marketing campaigns for repeat business. This is usually in the form of a sign to entice people to visit again. Virtually any type of business can use this form of marketing because it is telling the consumer why they should make a point of returning.

The advertising message can be different for everyone. Doctors can advertise about special services, theatres can advertise upcoming shows and restaurants can advertise new specials and promotions that will be taking place soon. All of these messages will resonate with the consumer, reminding them why they need to return.

Point of sale advertising doesn’t have to be limited to a business’ four walls, either. All businesses have partners around the area, even if they haven’t identified them yet. In the wedding industry, florists need to partner with caterers and photographers. In the medical industry, physicians need to partner with pharmacies and gyms. Partners can do a lot of point of sale advertising through the use of brochures, business cards and other forms of signage that will let people know about a product or service.

The various types of point of sale advertising must be understood before trying to utilize a particular kind. Some businesses are able to utilize multiple forms of advertising at their point of sale while others will have to settle for only one kind. Working with a marketing firm to create a strategy can be advantageous because it can help to increase revenue.

Props for Point of Sale Advertising

Chalkboards are a great way to advertise specials and let consumers know about them. Many restaurants use them for writing out the various chef specials and soups of the day, but they can be used for much more than that. This is prime real estate to tell customers what else they can buy, upcoming specials and why they need to return.

Chalkboards

Light boxes are very effective because they can be hung on the walls above the cash register or on the walls as customers exit a location. Lit with either LEDs or fluorescents, they can be seen at any time of the day or night. They act as a beacon to get the attention of consumers to share a wealth of information with them. The information presented in here can be specifically for the business where the sign is located or for partner locations’ specials and ad campaigns.

Led Light Boxes

Pop up exhibition stands can help to sell a particular product faster than any other method. The idea behind this prop is that a table will be set up with a particular product stacked on it. Behind the table is a banner or other sign to help draw attention to the product. Many consumers will feel as though they are getting something out of the ordinary and pick it up for purchase without giving it another moment’s thought.

Pop up roller banner and exhibition stand

Brochure stands can also make wonderful point of sale advertising areas because they will entice customers to get more information about products. When people are standing online to check out, they will see the various forms of literature. As people take the brochures, businesses have the opportunity to sell more products and services at a later date. The average person who takes a brochure will read through it and consider it as a future purpose.

Brochure stands

The props will vary based upon the goals of the advertising campaign. Some businesses are trying to push a particular product while others are trying to inform about a particular service. If it’s the first, then there needs to be various racks and shelves by the register filled with products. The products should be rotated out on occasion. Further, there shouldn’t be too many products because it can be confusing for the consumer. The same can be said about print advertising.

Point of sale advertising has been around for a number of years, however it is widely under-utilized by the majority of businesses out there. Businesses have a captive audience while they are standing at the register, waiting to pay. This is a perfect opportunity to increase the sale amount or have the customer return at a later date. Either way, it’s a way to increase revenue long-term.
+Danny Chard

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